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VM Choice: Christmas at Daks

Christmas really has nothing to do with the weather, but we are accustomed to think of snow at Christmas. And, of course, snowmen.

Although the last week of January usually sees the UK covered in fluffy white, the Daks store in London’s Jermyn Street has early snowmen. These are created by large, simple, bubble-headed hollow balls, finished with spray snow and placed over the mannequins’ heads, but very nicely thought out. Anthropomorphizing the snowmen for a moment, note how the standing figure trying on a coat awaits the approving comments from his seated companion. Sweet.

Having just emerged from the curtained fitting room, the snowman nicely suggests he is trying on merchandise by his slightly inclined head, both looking down at the coat and also towards his companion. His companion, seated in a leather-covered club chair does seem rather more interested in the books on the wooden side-table than his friend’s apparel, but is equally smart in evening dress. In the background, a festive wreath, the only touch of real colour in the mostly beige/brown window, confirms this is Christmas, and a travel bag in the foreground suggests a possible gift idea.

In the window on the other side of the door, a Daks snowman-tailor, tape measure around his neck, fits a pair of trousers on a hunky snowman standing on a plinth. Like the others, these have large black buttons for eyes and a carrot for a nose. But whereas the customer snowmen each have a nice, smiling row of buttons for a mouth, the tailor does look a little worried. And although the bespoke customer snowman is half naked, he still bears a ‘coat’ of buttons down his chest. A puzzle this: this Colin Firth of snowmen, a hunk with attractively broad shoulders and a trim waist, appears both half-naked and dressed. That is, if snowmen can be dressed.

A background of rolls of seasonally-coloured fabrics add a little colour to this similarly beige window, with Daks’ signature check toiletries bags placed in the corner. In a street largely filled with regular menswear with a scattering of domestic Christmas decorations, Daks’ window stands out as considered, simply telling a charming story, relevant to its merchandise and customers, and conveying their bespoke offer.